电子商务中消费者知情权保护研究

Research on the Protection of Consumers’ Right to Know in E-Commerce

摘要: 针对电子商务环境中消费者知情权保护难题，本研究旨在分析当前我国电子商务领域消费者知情权的保护现状、现存问题及寻找优化路径。本文通过规范分析法，结合《消费者权益保护法》《电子商务法》等立法实践，梳理电子商务消费者知情权的内涵、特征及侵权成因。我国电子商务消费者知情权保护存在三大核心问题：信息披露机制因立法适配性不足导致内容不完整、平台监管因利益驱动出现责任落实缺位、消费者救济因电子证据取证难及跨地域纠纷导致途径不畅，新型商业模式进一步加剧了权利侵害风险。基于上述分析，提出“法律规制–平台自治–救济优化–教育赋能”四维对策：细化信息披露标准以适配电商场景，强化平台商家准入审核与信息监管责任，借鉴欧盟在线解决争议模式(Online Dispute Resolution)构建在线争议解决机制，同时加强消费者信息辨别能力培养。旨在为完善电商消费权益保护体系、营造透明市场环境提供参考。

Abstract: Aiming at the challenges in protecting consumers’ right to know in the e-commerce environment, this study aims to analyze the current protection status, existing problems, and optimization paths of consumers’ right to know in China’s e-commerce sector. Through the normative analysis method, combined with the legislative practices of the Consumer Rights Protection Law and the E-Commerce Law, this paper combs the connotation, characteristics, and causes of infringement of consumers’ right to know in e-commerce. There are three core issues in the protection of consumers’ right to know in China’s e-commerce: incomplete information disclosure due to insufficient legislative adaptability of the information disclosure mechanism, failure to implement platform supervision responsibilities driven by interests, obstacles in consumers’ relief channels due to difficulties in obtaining electronic evidence and cross-regional disputes, and new business models further increase the risk of right violations. Based on the above analysis, this paper proposes four-dimensional countermeasures of “legal regulation-platform self-governance-relief optimization-education empowerment”: refining information disclosure standards to adapt to e-commerce scenarios, strengthening platform merchants’ access review and information supervision responsibilities, building an online dispute resolution mechanism by drawing on the EU ODR model, and enhancing consumers’ information discrimination capabilities. It aims to provide a reference for improving the e-commerce consumer rights protection system and creating a transparent market environment.